by : PETER R. DARKE & ROBIN J. B. RITCHIE
Published by : Journal of Marketing Research
The authors show that deceptive advertising engenders distrust, which negatively impacts response to subsequent advertising from both the same source and second-party sources. This negative bias operates through a process of defensive stereotyping, wherein the initial deception induces negative beliefs about advertising and marketing in general, thereby undermining the credibility of further advertising. Implications are discussed.
Consider the following examples: An advertisement for a photo finishing service displays a well-known brand of film paper, but when the photos are ordered they are actually printed on an inferior brand. A consumer reads an ad for a discount offer on computer printers, but on visiting the store finds the ad failed to mention that the printers were refurbished. A car dealership ad claims that a particular vehicle is “well equipped, lots of options,” but consumers who consult automotive magazines discover that it is actually a base model with only standard features.
These are all examples of consumer complaints made to the industry regulatory agency Advertising Standards (www.adstandards.com). Our research investigates the impact that such forms of advertising deception have on consumer responses to subsequent advertising claims.
We propose that advertising deception leads consumers to become defensive in the sense that they become broadly distrustful of further advertising claims. A series of studies shows that advertising deception produces a negative bias in attitudes towards subsequent ads. This bias not only applied to the original source of deception, but generalized from one advertiser to the next, across different geographical regions, different kinds of products, and different types of claims. These generalized effects occurred because advertising deception activated negative stereotypes about advertising and marketing in general. The main implication of our work is that deceptive advertising can seriously undermine the general effectiveness of advertising
communication by making consumers defensive, and should therefore be of concern to all advertisers. Even advertisers who had superior products proved to be vulnerable to these effects. Strategies for reducing the occurrence of misleading advertising and dealing with defensive consumers are offered.. . . . . . . . . . . . . (baca selengkapnya)
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Kanaidi, SE., M.Si (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service
Quality and Motivation
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